Man’s best friend may also be an insurance company’s.  

Michigan health insurer Priority Health aimed to break the mold of traditional advertising with a campaign that built trust among community members while promoting the importance of mental health for children and teenagers.  

The company launched advertising efforts featuring its facility dog program, through which it has partnered with a local organization to place several specially trained pups in Michigan school districts to help diminish kids’ anxiety and foster self-confidence. Multiple TV spots and other assets netted 1.98 million impressions, according to the company, and paid social media marketing drove more than 10,000 visits.

The campaign, which won bronze among providers and insurers in the Purpose-Led Campaign of the Year category in the Healthcare Marketing Impact Impact Awards 2024, helped impart a positive message about mental health from a sector that has sometimes faced challenges connecting with its audience. More than 700 students and teachers have interacted with the dogs, said the company, which has plans to expand the program in the coming years.  

It also strengthened Priority Health’s reputation: Nearly 60% of participants in a survey from the company after the campaign’s launch said the program is indicative of a brand that cares about the community.